《火锅店广告策划》-毕业论文.doc

PAGE l 摘要 本次广告策划是针对如何提高皇城老妈火锅在抚顺市场上的占有率,如何进一步提升其在抚顺市场的知名度和美誉度而进行的广告策划，通过此次策划，将使皇城老妈火锅在店面林立的抚顺火锅市场中占有绝对优势,确立其在抚顺第一火锅品牌的地位。 通过前期的市场调查研究，分析得出以下结论：１)四川火锅热遍大江南北，其特殊口味也深受东北人的喜爱，在抚顺地区同样有着广阔的市场前景。２)抚顺火锅市场上有店铺上百家，但只有皇城老妈和东来顺两大名牌，皇城老妈作为名牌火锅，虽然有着很高的美誉度，但其市场占有率和知名度却很低。３)价格是影响火锅消费的重要因素。４)20-50岁的中产阶级是火锅消费的主要来源。５)电视和户外广告是对餐饮消费者最具影响力的媒介，也是消费者最为习惯的媒介。 本次广告侧重宣传皇城老妈火锅的口味正宗，原料地道以及其承载的独特巴蜀文化底蕴，运用感性的诉求方式，设计家庭、亲朋相聚、商务会谈等场景加以表现。针对皇城抚顺店成立时间较晚、知名度低的特点，此次策划决定投入大笔费用用于广告攻势，以达到预期目标。 关键词：广告策划　目标市场　广告策略 ABSTRACT The aim of the advertisement is how to promot the Huangchenglaomas chafing-dish in the share on the market in FuShun and how to increase its popularity in the FuShun market,so it can occupy the absolute advantage in the FuShun market and establish the position for the first chafing-dish brand in FuShun. From the ex- period market survey ,the following conclusions can be drawn: 1)Sichuan chafing-dish is famous in China;the people in the northeast area are fond of its flavour.It also has vast vistas in Fushun’s chafing-dish market.2)Although there are hundreds of chafing-dish chops,two of which are the most famous marks, Huangchenglaoma and Donglaishun.Huangchenglaoma is very famous ,but its market share and popularity are lower.3) The price is an important factor to affect chafing dish consume. 4) The 20-50 year old middle class is a main source that chafing dish consume. 5)The most influencing media to the chafing-dish consumers are the TV and the outdoor advertisement,which also are the most favourite media to consumers. This advertisement lays emphasis on expressing the good taste、particular materia and it including the special BaShu culture. This advertisement use the claim method of the application sensitive faculty, designing the circumstance like the family, the friend gathering together, business talking etc.Because Huangchenglaoma shop was established lately and has low popularitya in FuShun, ,this plan decide spending high expenses in